iae hpm community-management-part1-web

1/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp

Myself

Simon Le Bayon● Phd in Sociology● IT project manager for 7 years● Contacts

– [email protected]– http://slebayon.tk

mailto:[email protected]

http://slebayon.tk/


Program

● Day One part One– Community Management – definitions– Buzzword

● Day One part Two– Sociology of communities– Social Networks Systems / web plateforms


Program

● Day Two part Three– An investigation method– Practice : Identifying a community

● Day Three part Four– Summarize and Discussion– Evaluation


Evaluation

● Individual, by playing a role present a →strategy

– 2 hours on the last lesson day

● By 2 or 3 : describe a community of your choice– a written document of 5 pages– Before the 18th December


Community Management

Part 1


Exercise

What do you think hope want we are going to talk about in this lesson ?

1 on a sheet of paper : write your own definition of Community Management in less than 5 sentences

2 give it to me :o)


Exercise

On the Internet

by group of 2 or 3

choose a web platform (twitter, blogs, monster ...)

look for definitions of Community Management

sum it up in few sentences, words, ideas ...

You have 30 minutes



● Our starting definition :


The Community Rountable

● http://communityroundtable.com

http://community-roundtable.com/


One possible definition

● Community management is the discipline of ensuring that communities are productive.

● In this context, communities are collections of individuals who are bound by needs or interests rather than authority or hierarchy, which is why a new approach to management is needed.


An increased interest (1)

● If you ask 10 different people in the social media/online community market to define what a ‘community manager’ does, you will be likely to get 6 different definitions.

● Community management is evolving and changing as more organizations understand how to use networked structures to execute efficiently on business goals. This is healthy and productive but also adds to the confusion.


An increased interest (2)

● Individuals that primarily manage an organization’s Facebook and Twitter channels as part of PR and general communications think of themselves as community managers. Individuals who only work inside an online gaming environment think of themselves as community managers. Individuals that manage customer support forums think of themselves as community managers.


An increased interest (3)● Knowledge managers who run communities of

practice inside of organizations think of themselves as community managers. Increasingly, various types of executives who execute their responsibilities primarily through a community approach think of themselves as community managers.

● They are all right but their responsibilities may not be that similar although all should share some fundamental understanding about how communities operate effectively.


Community Management in 2010

● Definition from french “blogosphere”● CM = “communication on web 2.0 platforms”

– Be sure that a brand is present on social media– Accumulate Facebook fans and Twitter followers ?– No more Clients but community members– Create the community make a Facebook page→

● Print communication rules applied to the web– Broadcast, “speak” loudly, buzz, etc.


● What is a community ?● Is your grouping a community, a network, a

crowd, an audience ?● can you monitor it, can you prove it ?● Don't just speak, listen !● Which tools & for what ?

– Sociotechnicals grouping

Community Management ?


To sum up

● Many types of communities– Clients, customers, knowledge workers, citizens ...

● Many contexts– Inside or across company, on the web, in a city ...

● Many activities– Talk, do, imagine, learn, play, buy ...



● A “tornado of meanings”


BuzzWord

● Since quite a few years “Community Management” is a buzzword

● buzz is :– a continuous noise, – a confused murmur– a feeling of energy (from coffee, alcohol …)– ...


Buzz on the internet

● Something new that is highly viewed, consulted, and talked about.

● Close to rumors, audience, news ● The buzz is a period of growing attention

monitored by opinion's tool● A very short period priming (cognitive →

psychology) (Brain rules, John Medina, pear press, 2008)


Virtual Or Real

● Web 2.0 provides tools to evaluate and feed the buzz

– request, visitors, number of view, likes, followers, etc

● Virtual – is not versus the real, – is not immaterial

● Virtual / digitalized means the capacity to monitor, to view new types of interactions (and calculate them)


Language of new media

The language of new media

Lev Manovich, the MIT Press, 2001.


What is Web 2.0 [...] (O'Reilly, 2005)

1) The web as a platform

2) Harnessing Collective Intelligence

3) Data is the Next Intel inside

4) End of the software Release Cycle

5) Lightweight Programming Models

6) Software Above the Level of a single Device

7) Rich User Experiences

http://oreilly.com/pub/a/web2/archive/what-is-web-20.html?page=1

http://oreilly.com/pub/a/web2/archive/what-is-web-20.html?page=1


From


From

2003 2004 2005 2006 2007 2008 2009

0

100

200

300

400

500

600

700

800

900

communautésréseaux sociauxblogWeb 2.0


A succession of buzzwords


The myth of technologies succession

● In time there's been a high focus on objects– Internet is not linear

● Objects & technologies that are not new haven't vanished, they specialized

● Media only focuses on the “cuttingedge”


The myth of technologies succession

● Netbooks “the end of the desktop computer”→

● Ipad “the end of netbooks”→

● Twitter “the end of the email”→

● Facebook “the end of Myspace”→

● Myspace “the end of Second Life” →

● World of Warcraft “the end of desktop games”→

● ...


How the web is growing ?

internet

web

internet

web 2.0

web 2.0

web

internet

wap

voip

OR

richmedia

web 3.0


“The web is dead...”

http://www.wired.com/magazine/2010/08/ff_webrip/all/1

http://www.wired.com/magazine/2010/08/ff_webrip/all/1


An other Myth

● Do you know the Y Generation● The digital natives ?


“Y generation” ?


Digital Natives : a myth

Olivier Ertzscheid, http://affrodance.info

http://affrodance.info/


● Jones, Chris (2011). Students, the net generation and digital natives: accounting for educational change. In: Thomas, Michael ed. Deconstructing Digital Natives: Young People, Technology, and the New Literacies. Abingdon: Routledge.

http://oro.open.ac.uk/28575/

http://oro.open.ac.uk/28575/


Summarize

● Qualify your information sources● What was said is to describe or prophetical● Technology imports change,

– but it's not the only source

● We can say “linked to” but not “causes”

iae hpm community-management-part1-web

Technology

blog savoie cmwebiae

thecommunityrountable

hoursonthelastlessonday

evaluation individual